Technology Insights
The key best practices for responsible and ethical AI use in marketing
Artificial intelligence has transformed marketing faster than most could have predicted. Within the past few years, adoption has surged across the industry brand communications, research, and content creation. Yet, while AI offers endless possibilities for innovation, our industry is currently at a stage of collective learning – with many still mastering best practices. Every business implementing AI has a […]
AI & Marketing: Human skills that will matter most in the years ahead
AI is transforming the marketing landscape: Human skills that will matter most in the years ahead Artificial intelligence is transforming the marketing landscape at an unprecedented pace. The technology no longer just automates tasks; it is amplifying strategic decision-making and shaping new models of brand engagement. Yet, despite this shift recent ONS data shows up to 70% of marketing leaders feel insufficiently prepared for the […]
Distributor Call-out Days – How to make them more effective | Written by Alex Tatham
Introduction & Defining the problem Vendors are always keen to grab sales staff attention at a distributor. Marketing departments see this a relatively easy sell to use vendor MDF and subsequently claiming the money – but call-out days frequently do not coincide with the requirements of the sales force themselves or senior management. Whilst they […]
How to Maximise ROI, Footfall & Qualified Leads at Bett 2026
Bett 2026 is an opportunity to deliver real business results. But let’s be honest: with over 30,000 visitors, 600+ exhibitors, and global giants like Microsoft and Google dominating attention, it’s easy for even the best brands to get lost in the noise. The real challenge? Turning that investment into footfall that converts, content that engages, […]
Channel Partner Marketing: Best B2B Strategies for Growth
What Is a Channel Partner Marketing Program? A channel partner acts as the bridge between a vendor and the end customer. That could be a reseller, distributor, systems integrator or managed service provider – often offering value beyond just sales, like support, implementation or strategic guidance. A channel partner marketing program is a formalised alliance […]
The LinkedIn Sales Explosion: Does Social Selling Really Work in the Channel?
There’s been a noticeable shift in how sales teams, especially in the channel, are building relationships — and LinkedIn is right at the centre of it. What used to be a platform for job hunting and occasional updates has turned into a full-scale business development tool. Connection requests are now often the first touchpoint in […]
Maximising Market Development Fund (MDF) Impact Through Strategic Partner Segmentation
At CI Group, we specialise in optimising MDF allocation strategies by using data-driven insights, segmentation frameworks, and tailored marketing initiatives to maximise impact. Here’s how a structured approach to partner segmentation enhances MDF efficiency and business growth. _ 1. Establish Clear Partner Segmentation Criteria Not all partners are the same, and treating them as such […]
How AI-Powered Product Recommendations Drive Sales & Customer Engagement
Artificial Intelligence (AI) is revolutionising the retail industry, particularly in enhancing product recommendations. By analysing vast amounts of customer data, AI enables retailers to offer personalised shopping experiences, leading to increased customer satisfaction and higher sales. The Impact of AI on Product Recommendations AI-driven product recommendation systems analyse customer behaviour, preferences, and purchase history to […]
Understanding Generative AI in Workflow Automation
Generative AI refers to algorithms that can produce new content or solutions by learning from existing data. In workflow automation, it streamlines processes by automating complex tasks, enhancing decision-making, and reducing manual intervention. Benefits of Generative AI in Workflow Automation Enhanced Productivity: By automating routine tasks, generative AI allows professionals to focus on strategic initiatives, […]
How Secure Generative AI Marketing Tools Drive Business Growth—and How to Use Them Safely
The rise of generative AI in marketing has been impossible to ignore. From crafting compelling copy to automating audience interactions, these tools are reshaping how businesses engage with their customers. But amidst all the excitement, one question often arises: how secure are these tools? And more importantly, how can businesses leverage them safely to drive […]